Active Audience Theory

 Other school of thought- we are able to filter and adapt to content in the media. We use this for our own purposes.


Uses and gratification theory- that people use media for their own purposes and they are able to recognise fantasy v. reality. (Denis McQuail, 1972)

- Escapism (Video games COD)

- Surveillance (News channels BBC news) 

- Building personal relationships (Snapchat) 

- Building personal identity (Instagram)



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